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C O N S U M ER D U R A B L ESOctober 2007
ww w .ibef.org
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C O N S U M E R D U R A BL E SSSS
The Indian Consumer Durables Industry
can be segmented into 3 Key Gr oups
Consumer Durab les
White Goods
Refrigerators
Washing Machines
Air Conditioners
Speakers and Audio Equipments
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E
C O N S U M E R D U R A BL E SSSS
The Indian Consumer Durables Industry
can be segmented into 3 Key Gr oups
Consumer Durab les
Kitchen Appliances/B rown Goods
Mixers
Grinders
Microwave Ovens
Ir on
Electric Fans
Cooking Range
Chimneys
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C
C O N S U M E R D U R A BL E SSSS
The Indian Consumer Durables Industry
can be segmented into 3 Key Gr oups
Consumer Durab les
Consumer Elect r onics
Mobile Phones
Televisions
MP3 Players
DVD Players
VCD Players
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C O N S U M E R D U R A BL E SSS
Several key trends are driving growth in the sector
Income growth and availability of financing
Disposable income levels are rising and consumer financing has become easier
Increased affordability of pr oducts
Advanced technology and increasing competition
are narrowing the price gap and the once expensiveappliances are becoming chea per
Increasing share of organised r etail
Urban and rural markets are growing at the annualrates of 7%10% and 25%, respectively, with organisedretail expected to garnera 10% share by 2010 from amere 3%share at pr esent
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C O N S U M E R D U R A BL E SS
Several key trends are driving growth in the sector
Entry of heavyweight retail players isincreasing competition
Competitive evolution of organised retail due to theentry of heavyweight players like Croma, E Zone andRelianceDigital is stimulating the demand thr oughexposur e
to experiencesIncreasing appreciation of the Rupee
Raw materials constituting almost 75% of the costsare mostly imported and willnow be chea per
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C O N S U M E R D U R A BL E S
Consumer Durables is one of the fastest growing industries in India
Industry sales were US$ 4.5 billion in value,in 2006-07 and mo re than 7 million units involume terms
Key Consumer Durables - Share b y Volume (%)
34% 30%
5%
18%
13%
n Colour TVs n Refrigerators n
Air Conditioners n Washing M/Cs nOthers
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Projected Growth RatesColour TVs 25-30%Refrigerators 18-22%Washing Machines 15-20%Air Conditioners 32-35%Others (including VCDsand DVDs)
35-40%
Consumer Durables is one of the fastest growing industries in India
A strong growth is expected acr ossall key segments
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Overall, the sector is a dynamic one, with significant growth oppor tunities
HIGH
MEDIUM
LO W
Threat of New Entrants
Most current players are global players
New entrants willneed to invest in Brand,Technology and Distribution
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Overall, the sector is a dynamic one, with significant growth oppor tunities
Supplier P o w er
Indigenoussupply base limited - most rawmaterials are imported
Competiti ve Rivalry
Number of well established players, withnew players entering
Good technological capability
Many untapped potential mark ets
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Overall, the sector is a dynamic one, with significant growth oppor tunities
Customer P o w er
Multitude of brands across price points - wide varietyof choice for customers
Threat of Substitutes
Unbranded products and cheaper impor tscould enter the mark et
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Some of the attractive areas f or investment include
High End Colour TVs
Plasmadisplay panels and liquid crystal display TVshave registered an average growth of more than 250%in 2006-07 and the trend is expected to continue
Split Ai r -conditioners
Split ACs have been growing at a much faster ratethan window ACs - Growth of 97% in 2006-07 ascompared to a 32% growth of window ACs
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Some of the attractive areas f or investment include
Mobile Phones
Production is expected to grow at a compound annualgrowth rate (CAGR) of 28.3% from 31 million units in2006 to 107 million units in 2011
Low mobile penetration and favourable government
policies are driving mobile phone Original EquipmentManufacturers (OEMs) to set up manufacturingfacilities in India
Distribution and Retail
With the rural and semi-urban markets creatingopportunity and an almost sedentary urban mark et, theneed to have a strong distribution network is crucialf or the companies to remain price competitiv e
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Attractive States f or Investment
Key parameters used for determiningattracti veness of states:
Incentives f or manufacturing sector
Consolidation of factors, includingskilled workf or ce
Proximity to demand centr es
Proximity to ports f or raw material impor ts
Maharashtra, Uttar Pradesh and Tamil Naduare attracti ve locations for investment inmanufacturing consumer durab les.
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Several global players are well established in the Consumer Durables sector
in India, with competition from strong Indian players
Some of the key players in the sectorin India include:
Samsung
Philips
LG
Whirlpool
Nokia
Sony
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A successful MNC in India Sample case
Situation
Mobile phone landscape in 1995 was oneopen business opportunity f or all the playersto capture and succeed
Nokia s Key Strate g y
Being f ocused and ahead of the cur ve
Invested in each vertical of the handset ecosystemmanufacturing, distribution and design R&D
Parent company is always ready to investmore in India
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A successful MNC in India Case Study
Key Success F actors
Strong Distribution Network
India has some 95,000 outlets that sell mobile phoneswith a conservative estimate of 50,000 of them sellingonly Nokia
Manufacturing Edge
Nokia has several R&D centres and labs in Indiaincluding a $150 million handset manufacturing facilityin Chennai set up in 2005
The Mother Brand
Whether it is N series or the E series, thekey f ocus is the Mother Brand Nokia
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A successful MNC in India Case Study
Key Success F actors
Local Pr oducts
Custom-made mobiles f or Indian conditions: Nokia1100, having a torch built into a mobile phone helpsin a country with frequent power cuts - distinct andtangible benefit
Such examples highlight the Key Success F actorsto succeed in the Indian mark et
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Success in the industry would depend on addressing
key factorsMarket Positioning and Branding
Addressing key customer requirements that actas demand drivers by proactive marketing andestablishing strong brand association
Product T echnol o g y Providing technologies that benefit the customer
through - low power consumption, low servicerequirement, low cost of operation, etc .
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Success in the industry would depend on addressing
key factors
Distribution and Service Net w ork
From saturated urban regions to low penetrationrural areas and tier II/IIItowns, distribution netw ork and brand recognition willcontinue to play mor esignificant r oles
Attracti ve Locations
With raw materials f orming a significant chunk of costs, production facilities located near portsto import cheaper raw materials could pr ovidean advantage
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Profiles of Key Indian Consumer Durables Players
Bluestar
Largest central air conditioning company with anetwork of 23 offices, 4 modern manufacturingfacilities and around 2,000 employees
Established leadership in the field of commercialrefrigeration equipment ranging from water coolersto cold storages
The company plans to increase its production capacity by setting up a new manufacturing plant at Thane andenhance its product range, which includes developingspecial purpose products and comfort applications
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Profiles of Key Indian Consumer Durables Players
MIRC Electr onics
Commands strong brand equity among consumers,largely owing to the success of its Onida brand
Finest design has made the company a leading player in the electronics and entertainment business toda y
Planning to set up a manufacturing plant inUttaranchal f or manufacturing various consumer electronic pr oducts
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Profiles of Key Indian Consumer Durables Players
V oltas
Offers engineering solutions in areas such as heating,ventilation and air conditioning, r efrigeration,electro-mechanical projects, textile machinery,machine tools, mining and construction equipment,materials handling, water management, building
management systems, indoor air quality and chemicals Operations have been organiaed into 4 independent
business specific clusters: air conditioning andrefrigeration, unitary products, engineering pr oductsand international operations
Tied up with RBSHome Appliances Ltd f or the use of
640 service centres that Voltas has across the countr yf or after sales services
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Profiles of Key Indian Consumer Durables Players
Videocon
Market leader of consumer electronics and homeappliances in India - manufactures home appliancessuch as refrigerators, microwave ovens, compressors,ACs and washing machines
Planning to acquire Dae woo s consumer electr onic businesses worldwide to bring LCD TVs, Plasma TVsand components into its f old and also helpsin having a consuming partner f or the r ecentl yacquired Thomson s picture tube business
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Profiles of Key Indian Consumer Durables Players
Bajaj Electricals
Engaged in marketing of various consumer householdand industrial goods
Manufactures erection and commissioning of transmission line towers, telecom towers, mobiletelecom towers and wind energy towers
Planning to outsource manufacturing of gas appliancesand water dispensers, which will be marketed under itsown brand
Planning to introduce inverters and 2 new linesof business
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C O N S U M E R D U R A BL E SS
D ISCLAIMER
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C O N S U M E R D U R A BL E SS
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